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Avalara Unveils New Solutions for Global Compliance at CRUSH Europe

On October 8, 2026, Avalara, Inc. - a prominent leader in global tax and compliance solutions powered by agentic AI - held its annual CRUSH Europe customer conference in London. This event focused on how businesses can leverage automation and AI technologies to navigate the increasingly complex landscape of tax and compliance regulations while achieving rapid growth across diverse markets. The conference featured notable industry leaders like Fortnum & Mason and ASOS, who shared their success stories on the application of compliance automation.

Navigating Complex Regulations at High Speed

Fortnum & Mason, a legendary British retailer with a legacy of over 315 years, has broadened its operations to ship products to nearly 90 countries worldwide. During the conference, Nataliya Schipka, Director of Finance at Fortnum & Mason, highlighted the critical role of accurate tax and duties calculations in global trade. By automating these processes, the company can focus on enhancing customer service and delivering premium products without getting bogged down by complex compliance requirements. She stated, "Automating cross-border compliance allows us to focus on serving customers wherever they are, rather than being constrained by the complexity of compliance."

ASOS, a major player in the online fashion sector, echoed similar sentiments during the event. As a fast-paced business, ASOS must rapidly launch products and adapt to various regulatory environments while ensuring seamless customer experiences at checkout. The company uses Avalara’s compliance automation to maintain this speed and scale without the need for increasing staff solely to manage compliance issues.

Addressing a Wider Industry Challenge

The shared experiences of Fortnum & Mason and ASOS highlight a pressing issue faced by businesses across Europe: the accelerating complexity of tax and compliance requirements. These requirements are becoming more interconnected, more digital, and increasingly reliant on real-time data. Although software has historically automated individual compliance tasks, many processes still rely on manual input between these systems. Avalara advocated for a comprehensive rethink of how these tasks are executed.

Introducing Agentic AI Solutions

During the conference, Avalara introduced Avalara Aviator, a ground-breaking agent hub designed to streamline tax and compliance processes. By transforming laborious manual tasks into quick oversight actions, Avalara Aviator offers an efficient solution for compliance management. Key features include:

• - Contextual Understanding: Intelligent agents can interpret compliance contexts and monitor variances in real time.
• - Comprehensive Functionality: The platform facilitates product-to-tax code mapping, exemption certificate validation, auto-generation of tax matrices, configuration of custom rules, and results analysis across applications.

Avalara's technology is rooted in over two decades of compliance expertise and extensive transaction data, handling more than £2.1 trillion annually.

In addition to Aviator, Avalara unveiled Versori—its integration fabric that infuses tax and compliance intelligence into existing business systems such as ERP and finance platforms. Versori enables businesses to develop robust, production-level connections rapidly while significantly reducing the time and cost associated with traditional integration methods.

CEO Hugo Sarrazin emphasized, "AI is reshaping how work is handled across industries, but agentic AI uniquely enables the execution of multi-step processes while keeping individuals involved in critical decision-making. The future of automation in tax compliance must balance operational efficiency with human oversight."

Preparing for Upcoming Regulatory Changes in Europe

As governments in Europe begin to enforce closer compliance regulations, including mandatory e-invoicing for cross-border B2B transactions set to commence in 2030, Avalara is positioned as a leader in aiding businesses through these transitions. With a single global API, companies can set up compliance for specific countries without extensive reimplementation for each new regulatory environment. Avalara has already received approval in France and is preparing to comply with regulations in Germany and Spain.

About Avalara

For over 20 years, Avalara has been the leading force in global tax automation, combining trusted tax content and expertise with cutting-edge technology. Now, through the integration of agentic AI, Avalara is enhancing its commitment to helping businesses navigate the complexities of modern compliance. The company manages over 54 billion API calls annually and supports millions of businesses globally. For further details, visit Avalara.com.